How Marketers Use AI

How Marketers Use AI

According to the latest Salesforce State of Marketing Report, there’s sustained growth in the share of marketers around the world who have a fully defined artificial intelligence (AI) strategy, reaching 68% this year from 60% last year and 57% in 2020.

Marketers Usage of AI

Among the marketing organizations that use AI, the most widespread use is to automate customer interactions, as reported by 90%. Some 89% use AI to automate data integration, while 88% use these applications to personalize the customer journey across channels, and an equal 88% for process automation, such as reporting. The analysts note that three of the top four AI use cases are related to automation, highlighting the importance of scaling up speed and effectiveness with existing resources.

The biggest year-over-year decline in AI usage is for driving the best offers in real-time (77% this year, down from 89% last year).

By contrast, the biggest jump this year has been in the percentage of AI users who are leveraging the technology to bridge online and offline experiences: 87% report doing so this year, up from 71% last year. This is interesting given the above findings on automation: past research has found that while automation can improve efficiencies, adding artificial intelligence (AI) can help to further improve the customer experience.

The study notes that marketers are leveraging AI to improve customer experiences, which is helpful based on marketers’ customer-centric focus. Eight in 10 respondents to Salesforce’s survey agree that customer experience is the key competitive differentiator. Despite some debate about who owns CX, marketers in this survey think that it’s their responsibility: 8 in 10 agree that their marketing organization leads customer experience initiatives across the business.

Marketers may be under pressure to make good use of AI: 88% either strongly agree (44%) or agree (44%) that marketers must continually innovate to remain competitive, and 71% also agree to some extent that meeting customer expectations is harder than it was a year ago.

Download Salesforce’s study to learn more.

About the Data: The results are based on 6,000 responses from marketing managers, directors, VPs, and CMOs across 35 countries. Respondents were from companies of various sizes across B2C (50%), B2B (25%), and B2B2C (25%) business models.

 


Need assistance with your marketing strategy? Schedule a call or email Lori Berson at lberson@BersonDeanStevens.com.


BersonDeanStevens has been a recognized brand strategy and marketing leader for over 25 years, including over a decade in marketing and sales automation. We work in partnership with you to differentiate your brand and achieve your business goals. Client list.

 

 

Top 10 Global Brands in 2022

Top 10 Global Brands in 2022

It’s no surprise that for the 10th consecutive year, Apple is the most valuable brand in the world, according to the latest annual Interbrand rankings.

This year, 9 of the top 10 brands experienced a year-over-year increase in their brand values, with Coke (#7) the exception, with a brand value that remained flat. Unlike last year, when only half of the top 10 brands had double-digit increases in brand value, this year each of those that grew (9 in total) showed increases of at least 10%.

Top Global Brands in 2022

Apple’s (also the top brand in BrandZ’s rankings) brand value had an estimated value of $482 billion, up 18% from $408 billion last year. Next was Microsoft, which enjoyed the largest rise in brand value, up 32% to almost $279 billion. Microsoft jumped over Amazon, which fell to the third spot despite a 10% climb in brand value to almost $275 billion. Closing the gap with Amazon was Google, which remained in the fourth spot but which experienced a brand value rise of 28% year-over-year (to almost $252 billion), the second-fastest growth rate among the top 10.

There was then a steep drop-off to the fifth spot, held by Samsung (+17% to almost $88 billion). Each of the top five brands is a Technology brand, while the others rounding out the top 10 are from four different industries. The automotive industry is the next-most well represented in the top 10, with Toyota at sixth and Mercedes Benz staying at eighth. New to the top 10 this year was Nike, which overtook McDonald’s, which was ninth last year but fell to eleventh due to a smaller growth rate (+6%).

Overall, the top 100 brands recorded brand value growth of 16% year-over-year, the fastest rate ever recorded by Interbrand. They collectively now account for more than $3 trillion in brand value, exceeding that threshold for the first time.

Fastest-Growing and New Brands

As for the brands that saw the fastest growth in value over the past year, Microsoft was at the top with 32% growth, but it is followed closely by Tesla (+32%) and Chanel (+32%). Also following closely behind were Ferrari (+31%) and LEGO (+30%). Other fast risers this year included Google, Hermès, and Dior.

Three brands were new entrants to the top 100 this year – Airbnb, Red Bull, and Xiaomi.

For additional data and insights, download the report.

 


Need assistance with your branding? Schedule a call or email Lori Berson at lberson@BersonDeanStevens.com.


BersonDeanStevens has been a recognized brand strategy and marketing leader for over 25 years, including over a decade in marketing and sales automation. We work in partnership with you to differentiate your brand and achieve your business goals. Client list.

 

 

Communication Channels Preferred by Consumers

Communication Channels Preferred by Consumers

According to survey results from Lob and Comperemedia, more than 7 in 10 consumers open direct mail either immediately or the same day they receive it, and 62% report having taken action after reading a direct mail piece.

And consumers most often visit a brand’s website after receiving a direct mail piece, so it’s critical to ensure every touchpoint in your campaign has consistent visuals and messaging to create an engaging customer experience optimized for conversion.

Preferred Communication Channels by Consumers

Key Findings and Insights

Direct mail is favored when customers don’t know the brand.

2,000+ US adults surveyed were given 4 channel choices (email, direct mail, text messages, and social media messages) and asked about their preferred communication from brands in different situations. For brands that respondents already have a relationship with, email was easily the preferred communication method (52%). Direct mail and text messages trailed distantly, but closely together (20% and 19%, respectively).

For brands that respondents are aware of but do not have a relationship with, the results showed email (42%) and direct mail (39%) as the preferred communication method. But for brands that respondents do not know, direct mail takes the lead (44%) ahead of email (35%), with social media messages (13%) and text messages (8%) trailing.

According to the results, direct mail can be an effective channel for customer acquisition. Indeed, consumers are receptive to direct mail, which can have lower-funnel impacts too: consumers rate it almost as highly as email for driving purchases.

Direct mail offers generate activity.

Promotions motivate action on social media and direct mail, per Lob’s report. The study finds that promotions and offers are the most important factors leading consumers to open or read a direct mail piece. 73% are likely to open or read a direct mail piece from a brand when it contains multiple offers or promotions, and 72% are likely to if it contains a single offer or promotion. Furthermore, offers and promotions are the leading reason for consumers to take action on a direct mail piece: among those who said they have taken action on direct mail, 64% said that it was because an offer or promotion caught their eye.

Although offers are the main driver, elements such as the design and copywriting as well as its personalization are important.

Catalogs and magazines are preferred.

Direct mail formats preferred from brands they know, respondents cited catalogs and magazines (53%) at the top of the list, ahead of brochures (pamphlet/booklet; 43%), letters and envelopes (39%), and postcards (33%). The study authors note that younger respondents (18-34) are considerably more likely than their older counterparts to prefer to receive letters and envelopes, while those ages 35-54 are the most likely to prefer to receive postcards.

Previous research has revealed that letter-sized envelopes sent from a prospect list have a higher ROI than those of oversized envelopes (92.2%), dimensional (92.3%), and postcards (85%) sent from a prospect list.


Need assistance with your direct mail strategy and production? Schedule a call or email Lori Berson at lberson@BersonDeanStevens.com.


BersonDeanStevens has been a recognized brand strategy and marketing leader for over 25 years, including over a decade in marketing and sales automation. We work in partnership with you to differentiate your brand and achieve your business goals. Client list.